Recognition and emotions arising from experiencing and consuming urban space play an important role in determining the competitiveness of the various places that make up the city. The purpose of this study is to understand urban areas from the brand s point of view and to understand their influence on the evaluation of place competitiveness, focusing on emotional values and experience differences, to eliminate various implications for place brand management and gentrification problems. Based on previous studies related to human emotions, the types of emotional values formed in urban areas were derived, divided into five types according to the purpose of visiting (consumption), and surveyed adults living in the metropolitan area on differences in emotional attitudes and continuous consumption. As a result of the analysis, it was found that people have four types of emotions: sadness, affection, fun, and boredom in relation to urban areas. As a result of analyzing the effect of consumption experience on emotional formation in urban areas, it was confirmed that food and dating experience act as important influencing factors. As for the overall attitude toward regional vacancy and the feelings on future continued use intention, affection and fun factors were found to play an important role, and it was confirmed that dating and food experience factors had an important influence on urban consumption experiences. These results provide significant implications through attempts to understand the discussion on how to not lose competitiveness and charm in the midst of economic changes and development in urban areas, focusing on users emotions and experiences. In addition, it is expected that the combination of place experience competitiveness and emotional evaluation will contribute to solving the problem of city competitiveness and gentrification through research on how the combination of place experience competitiveness and emotional evaluation affects the overall competitiveness of the place.